i don't even have a cat, but i bet "natural flavor" is a hint of catnip. when cats go crazy about something i always suspect catnip first.
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Only about 2/3rds of cats are affected by catnip, whereas I think all cats like treats. Catnip affects cats by entering their nasal tissue. Cats are hyper when first affected by catnip, and then they're low-energy - none of this behavioural pattern occurs with treats. Cats also respond much more enthusiastically to treats than they do catnip. Also, cats do get tired of catnip but the same doesn't apply to treats. I'm not sure catnip could be included under "natural flavour" on a pet food product
I'm not an expert, but I've often wondered why cats like treats so much, and I did a little searching. I think the main reason is an ingredient called animal digest, which would be represented in the ingredients list under natural flavours.
I believe animal digest is to meat what simple sugar is to complex carbohydrates. Humans really like sweet things, probably because evolutionarily it helped us eat fruits and vegetables, which are rich in vitamins and nutrients. Present day, food manufacturers can exploit this through things like corn syrup. Cats can't taste sweet, as far as I know. But like humans like sweet things, cats are really into the umami flavour. It sounds like animal digest is very high in umami flavour and scent, which for evolutionary reasons (finding energy dense foods) is really attractive to them.
I used to have a ginger cat called Seamus!
We don't have that brand where I live but if you're talking the liquid treats, my cats love them no matter the brand. We bought a giant pack of 60 for like $20 at Winners of the Churu brand. Also saw a big pack at Costco recently for much cheaper than anywhere else, the Catit brand.
When we buy them in the little packs it usually comes to about 1.25CAD per, but in bulk they're pretty significantly cheaper. It's how we give our cat her liquid medicine.